using video to drive sales
TRANSCRIPT
R I CHTER10.2VIDEO
Using Video to Drive Sales
The following actions have been found to be the best methods for using video trailers to develop
interest, reach and response:
YouTubeYou will need a YouTube channel for your company or an account so you can upload the video trailer. It’s
recommended that you setup a channel rather than just use an account for the video trailer. The channel
should be branded to represent your company with your logo, look and feel. You can upload the video to
your YouTube channel and once done, use the link and the embed code from YouTube to promote the
video. From YouTube you can share the video out on Twitter, Facebook, email etc. You can also monitor
the number of views of the video to get an idea of how it’s doing. Another feature on YouTube is to get
others to subscribe to your YouTube channel as well as the ability for you to build connections that will
ultimately get you exposure for the videos. The more videos you have on YouTube, the better. It will create
interesting content for the viewers and help to drive views as well as subscriptions.
Video Promotion Successful Actions
Sales EmailsIt’s highly recommended that you create a simple sales email to send to active prospects, current clients,
past clients and anyone on your mailing list who may be interested in your products or services that is only
a few lines (try to keep it to 3 to 5) and essentially communicate the purpose of the email, a line to interest
them, the link to the video and a closing line to encourage them to get in touch. Make the email nicely
spaced with the link to the video on YouTube as stated above clearly in the middle of the body of the email.
Then send the email to all of your contacts and prospects. This will help drive views on the video and push
your response rate. If the video is well done (in other words, it communicates your message in a simple,
clear fashion with zero jargon), simple and under 2 minutes, you will get a great response. It’s vital to
continue to do this action of sending the video out to people who may be interested so they have an
opportunity to watch the video. You will want to track the date you sent the email compared with the date
the responses come in. We have found that this can range from 1 week to 6 weeks from the initial email
being sent.
Response EmailsCreate a standard response email for any new sales lead you receive. This should be very simple that
essentially say’s “Thanks for your email. Here is a link to a brief video which explains our services... (link).
Please let me know what day and time would be best for a call so we can set it up...” This is just an
example but you should absolutely have some kind of standard email reply that goes to any new sales lead
email you receive. This is a great opportunity to use the video to educate the new prospect about your
company so they are ready for the call and further sold on your product or services prior to the call. By
doing this, the videos can help do some of the legwork for your sales team which ultimately helps close
deals making it less effort and speeding up the process.
FacebookYou can and should create a Facebook page and Facebook company page or group. By doing this, you
can then build friends and “likes” for your company to develop an audience. You can upload videos to your
Facebook page and company page. Once you have your video, go to Facebook to view how to upload a
video. You can do this by adding the YouTube link directly to Facebook and your video will show up.
People greatly prefer to watch video and tend to do so frequently. Facebook has so many people using it
that it gives you an active audience to position your video in front of them as much as possible. If others
like your video, they can click “like” as well as share it with their friends which will help get better exposure
overall. So be sure to post the video on your Facebook page and Facebook company page as well as
Group if you have one. Then share it with your friends and fans.
TwitterOn Twitter, you can tweet the link to your video from your YouTube channel to help drive people over to
your YouTube channel to watch your video. Twitter is a very active place so be sure not to neglect this
approach. You can use the search tool in Twitter to find people who are talking about relevant topics to
your business such as “CRM tools” and then reply to the tweets related to “CRM tools” with a link to your
video about your CRM platform. You are sure to get a great response with this action alone. At the very
least, be sure to tweet your video from time to time to have people click on the link and watch it on your
YouTube channel. You could also add the video link as the one link on your Twitter profile bio so anyone
who is interested in you or your company will click the link and be taken to your video.
VlogA vlog is just a blog with video rather than text entries. So rather than typing a blog article you can upload
video entries. It is recommended that you have a blog and a vlog to promote your company. You can
create a vlog on sites like Posterous, Blogger, WordPress and Tumblr among others. Simply grab the
embed code from your YouTube channel and embed it on your blog as a new post. The entire video will be
added to your new vlog. By doing this consistently and adding new video content, you can start to
develop a following and active viewers. All of the blog sites these days offer analytics so you can see how
many views and subscribers you have. This is also one more avenue that allows people to stumble across
your video and your company that ultimately helps drive new interest and reach.
MailChimpWe tend to prefer MailChimp as an email marketing tool but there are many others out there that we have
not used such as Constant Contact, Bronto etc. MailChimp has a very simple platform that is easy to use
for your weekly email marketing campaign. It is recommended that you setup a MailChimp account which
is free up to a certain amount of people on your list. Then, once setup, grab the embed code from the
YouTube channel and create a “new campaign”. We use the “blank video email campaign” format as our
template because we like them to be simple and clean. We are always big believers in taking a minimalist
approach. You can embed the code from your YouTube channel into the new email campaign and then
upload all of your contacts and prospects to MailChimp. When you embed the video right into the
MailChimp campaign, the email marketing piece will have the actual video right in the email. This means
that when you send the email to your contacts and prospects, they will be able to click play right in the
body of the email and watch your video. This is great because they don’t need to be re-directed anywhere.
So give this a try. I’m sure you’ll be happy with the response.
Website Landing PageWe recommend that you build a one page site that has your video posted front and center at the top of
the site with a fill in form below and any relevant information or FAQ below the video as well as all contact
information for your company. The page can be very simple. White, with your logo at the top and the video
in the middle. You will then have a URL for this website page that you can send to people or people can
come across from your online results which serves as a sales page. By having this one simple page,
people won’t be distracted by your website with all of the other information or products and services. They
will only have one thing to view, your video. This helps to get a better response and keeps your prospects
focused on what you are trying to communicate. For an example of this page, go to http://r102video.com
WebsiteLastly, it’s important to have the video on your website somewhere. If it’s a trailer for your company, then
place it on the homepage. If it’s for a specific product or service, place it on the appropriate page that
promotes that product or service. These days, people are busy. They don’t want to invest a lot of time
reading your website until they have established that they actually have an interest in your products or
services. So, video helps to quickly communicate your message to get them interested in two minutes or
less which then results in the prospect becoming interested and willing to have a call, read your site or
send an email to request more info. Video is now a core strategy related to driving sales and will continue
to be as we head into the future.
The following is a sequence of actions related to using video to drive sales. These are the methods
and actions that Richter10.2 Video takes to increase our sales of our products and services each
week. We’ve written this in a program format.
Once each step is done, initial it off and date.
Targets1) Post the video to your Youtube Channel _____________
1) Login to your YouTube account or set one up
2) Upload the video to your channel
3) Add the appropriate tags for your company
4) Verify the video has been uploaded correctly and is active
2) Post the video to Vimeo _____________
1) Login to your Vimeo account or create one
2) Upload the video to your channel (create a channel if you don’t have one)
3) Add the appropriate tags for your company
4) Verify the video has been uploaded correctly and is active
Note: with Vimeo, you can upgrade the account to a PRO and make the page look customized
which is recommended.
Checklist of Implementation
3) Post the video to your blog _____________
1) Get the embed code from YouTube or Vimeo. You can do this buy clicking share and an option
comes up that says “embed” or “embed code”. Copy the code.
2) Insert the embed code into a new blog post. You may have to use the HTML button on each
blog to allow you to do this.
3) Save the blog post to see if the video shows up
4) If everything looks correct, publish the blog
5) Again, add any tags to the blog that relate to your company. Your marketing team should know
all the tags you will need.
4) Tweet the video daily _____________
1) Send a tweet on Twitter daily for the video with a link to the video from YouTube or Vimeo. Alter
the message each day to make unique
5) Update status on Facebook, Google+ and Linkedin with video link _____________
1) Grab the link to the video from YouTube or Vimeo
2) Add the link to your personal page as a status update
3) Add the link to your company page as a status update
4) Repeat steps 1 to 3 for Google+ and Linkedin
6) Create a promo email to send to your mailing list on Mailchimp (or similar service) _____________
1) On Mailchimp, you can embed the video directly into the email so people can view the video right
from the email. You can take this option or you can include a link to the video with a text email.
2) Craft the email the way you want it to read
3) Embed or add the link to the video
4) Send the email out to your current mailing list
7) Create a promo email for your sales team to send to prospects _____________
1) Type up an email that you would want your sales team to send to their prospects.
2) Add the link to the new video from YouTube or Vimeo
3) Send the email template to your sales team with directions to send to their current prospect
pipeline
4) Confirm that it went out and how many went out from each sales rep
8) Add the video to your website front page _____________
1) Send the embed code and link to your web developer to have the video added to your site.
2) Have the web developer add a video viewer to the page or use the YouTube or Vimeo player. It’s
recommended that the video is on the home page in a visible location.
9) Have the sales team use it as a selling tool with all new prospects _____________
1) Direct your sales team to use the video with every response email from new prospects. For
example, if they get a new inquiry, have them send a reply and include a link to the video for the
prospect to review prior to a call.
2) Confirm that this is being done.
10) Post the video to any Linkedin Groups you belong to _____________
1) If you belong to a Linkedin group, it’s recommended that you add the video to that group by
posting the link if it relates in some fashion to that group.
11) Pin the video on Pinterest _____________
1) Go to the video on YouTube or Vimeo
2) There is a button on Pinterest that you can save to your bookmark bar that allows you to “pin it” -
save that link to your bookmarks
3) Pin the video to Pinterest and select the board you want it pinned to
4) Add a comment with a link to your site
12) Share the video weekly on Facebook, Google+ and Linkedin from YouTube _____________
1) Remember to not only share the video once but to share weekly on the various social media
channels. You can go directly to YouTube or Vimeo and hit the share button and then select the
sites to share on.
13) Add the video to a single introduction page for the sales team to send out _____________
1) It’s recommended that you build a simple one page site with a unique URL that you can use to
promote the video without any other distractions. Here’s an example:
http://richterintroduction.com
2) Once the page is created, promote that link on all social media site and have your sales team use
it to send to prospects
14) Create an instant response to any inquiry email from your site _____________
1) Setup an instant reply message to any inquiry you get that thanks the person for their email and
includes a link to the video.
15) Send the video to all current or past clients to help drive repeat business _____________
1) Make a list of all current or past clients with their name and email address
2) Craft an email that updates them about current services or products in a short and sweet manner
3) Include a link to the video in the email
4) Send it to all clients or past clients on the list
ResourcesYouTube http://www.youtube.com/
Vimeo http://vimeo.com/
Mailchimp http://mailchimp.com/
Facebook https://www.facebook.com/
Twitter http://twitter.com/
WordPress http://wordpress.com/
Pinterest http://pinterest.com/
Google+ https://plus.google.com/
Linkedin http://www.linkedin.com/
Richter10.2 Video http://r102video.com/
Richter10.2 Vimeo http://vimeo.com/user650726/videos
Contact UsWe are here to help with any questions whatsoever so please reach out to us if you have a
question. We have a lot of experience using these methods to drive our own sales and we have a very strong sales effort so we are happy to relay any knowledge that will help you
achieve the same results.
http://r102video.com